Case Study
Mental Health Services Provider
Client Profile
A dedicated mental health services provider committed to aiding individuals through their health journey. Serving a diverse clientele, they sought effective ways to cater to the unique needs of each segment.
Challenges
Optimize the blend of platforms for their advertising efforts.
Ensuring that potential clients, whether seeking aid for themselves or a loved one, received a tailored message that resonates while being effective.
Enhancing the existing internal enrollment processes and tools to ensure speedier and more efficient service delivery.
The Results
48% 75%
Organic traffic increase from 48% to 75% in 2 years.
3% 24%
Increase goal conversion rate from 6% to 24% through conversion rate optimizations.
0% 100%
Robust tracking mechanisms now allow for revenue attribution to each marketing channel.
The Strategy
Platform Optimization
We embarked on an extensive testing phase, exploring various paid channels such as Twitter, LinkedIn, YouTube, Facebook, and Instagram. Through rigorous analysis and testing , we recognized Meta ads as the most cost-effective, leading to a focused investment in Facebook and Instagram. Through testing and tracking, were also able to pinpoint each channel’s effectiveness, allowing us to understand tactics to use for the top of the funnel vs the bottom.
Personalization & Nurturing
Recognizing the unique perspectives of those seeking help for themselves versus those advocating for a loved one, we utilized sophisticated automation techniques. By collecting and analyzing data, we directed individuals down tailored email marketing paths, ensuring messages struck a chord with their specific and sensitive situation.
Sales Process Improvements
While the client had already integrated Hubspot, we identified gaps in their sales pipeline and processes. We delved deep, streamlining operations, enhancing training for the team, and introducing efficiencies. This not only optimized their conversion journey but also reinforced the client's commitment to swift and compassionate service.
Google Ads
Harnessing the client's non-profit status, we secured a $10,000 monthly Google Ads grant, driving qualified traffic and diversifying our marketing strategy.
Conversion Tracking
Our insights revealed a preference among many for direct calls over form submissions. We enabled call tracking on the website, giving us a clear view of which channels drove these vital direct communications.
Conversion Rate Optimization
Understanding the hesitancy associated with seeking help, we introduced lead magnets that would lead to microconversions in the funnel. These resources not only provided valuable insights but also smoothly guided individuals into our nurture tracks. Personalized emails, tailored to their needs, subsequently nurtured them deeper into the decision-making funnel.
SEO
Parallel to our paid advertising efforts, we significantly amplified their organic visibility, with a 240% increase in organic traffic over 4 years and a 126% increase in overall monthly traffic.
Multi-Channel Tracking
Previously reliant solely on Google Analytics, we elevated their tracking capabilities. By leveraging Google Tag Manager and connecting all data sources from across all channels, we established goal-tracking, delivering precise insights into lead-driving channels, conversion costs, and guiding advertising budget refinements.
Our client, Debbie, says…